The National Radio and Television Administration issued guidance, effective
immediately, to promote high-quality development of public-service advertising
on broadcast TV and online audiovisual platforms. It calls for improving support
programs and comprehensive evaluation, expanding and optimizing funding sources
and use, and providing targeted support for priority themes and special projects
while encouraging broad social participation. The guidance demands stricter
monitoring and supervision, strengthens the demonstrative role of mainstream
broadcast media, leverages online audiovisual platforms, and mandates building
and using a shared-content platform and coordinating online and offline
public-audiovisual carriers to boost distribution efficiency.
